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Menampilkan 1–10 dari 13 artikel
Exploring the Impact of Gamification and Relationship Marketing on Gen Z Loyalty: Evidence from Indonesian Culinary MSMEs
Alberta Adinata
; Budi Eko Soetjipto
International Journal of Economics and Management Sciences
Vol 2
, No 2
(2025)
In the face of an increasingly competitive landscape, culinary MSMEs in Indonesia are required to not only offer quality products, but also create interactive and emotional consumer experiences. This study aims to investigate the mediating role of loyalty programs in influencing the relationship between gamification and relationship marketing on Gen Z consumer loyalty. Using a quantitative approach through online questionnaire distribution to 385 Gen Z respondents on social media, the results sh...
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A Systematic Literature Review: Analyzing Service Quality Through User Reviews Using Machine Learning Approaches
Dwi Andre Vebriansyah
; Budi Eko Soetjipto
; Ludi Wisnuwardhana
Riset Ilmu Manajemen Bisnis dan Akuntansi
Vol 3
, No 2
(2025)
This research conducted a systematic literature review of studies related to analyzing service quality based on user reviews with a machine learning approach. A total of 15 international and national journals were analyzed to identify challenges, methods, and trends in research in this aspect. The review results show that Natural Language Processing (NLP) and Sentiment Analysis techniques are the dominant approaches, with machine learning models such as Deep Learning, Naive Bayes, and Support Ve...
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The Role of Training and Innovation to Improve the Performance of Culinary Sector MSMEs in the Digital Era
Landreas Utama Lie
; Budi Eko Soetjipto
International Journal of Management Science and Entrepreneurship
Vol 2
, No 2
(2025)
This study aims to analyze the relationship of human resource management strategies to increase employee retention in the digital era in culinary sector MSMEs located in Jombang, East Java. This research uses a quantitative approach using a survey method on 30 MSME employees. The sampling process uses a census technique, the data analysis technique used in this study uses SPSS software. The regression analysis results show that digital training has a significant positive influence on MSME perfor...
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Digital Business Transformation in SMEs: A Case Study of Ash Scarf
Rita Anggraini Rahayu
; Budi Eko Soetjipto
International Journal of Management and Strategic Business Leadership
Vol 2
, No 2
(2025)
This study meticulously analyzes the digital business transformation undertaken by Ash Scarf, a representative Small and Medium Enterprise (SME). The research meticulously highlights the strategic adoption and multifaceted utilization of digital marketing by Ash Scarf as a pivotal mechanism for business expansion, enhanced consumer outreach, and significant sales augmentation. To fortify these findings and contextualize them within broader academic discourse, a comprehensive bibliometric analysi...
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Enhancing Employee Performance : The Role of Leadership Style and Communication
Uki Yonda Asepta
; Budi Eko Soetjipto
International Journal of Management and Strategic Business Leadership
Vol 2
, No 2
(2025)
This research examines the impact of leadership style and communication on staff performance within an energy sector organization in Madura. The primary problem addressed is the need to understand how different leadership attributes and communication effectiveness impact employee productivity and satisfaction. In today’s competitive business environment, effective leadership and communication are essential for achieving organizational goals and fostering a motivated workforce. The objective of t...
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Enhancing International SME Competitiveness through Machine Learning Driven Market Analysis : A Mixed Methods Approach
Muhammad Tody Arsyianto
; Budi Eko Soetjipto
International Journal of Economics, Management and Accounting
Vol 2
, No 3
(2025)
Despite their 45% contribution to the global economy, international micro, small, and medium-sized enterprises (MSMEs) face considerable obstacles in enhancing their global competitiveness because they lack the resources and access to efficient market analysis (OECD, 2025). In order to optimize cross-border MSME market analysis, this research attempts to construct a machine learning (ML) model coupled with a mixed-methods approach. A combination of quantitative (XGBoost and SEM-AMOS were used to...
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Digital Literacy Skills in Improving the Performance of MSMEs in Indonesia : A Systematic Literature Review
Oktavianti, Indira
; Budi Eko Soetjipto
International Journal of Economics and Management Sciences
Vol 2
, No 2
(2025)
Digital literacy at the Micro, Small and Medium Enterprises (MSME) scale is part of the digital transformation that can drive economic growth in Indonesia. Business actors are required to have digital skills, one of the important aspects to build a sustainable strategy as a form of solution for business people in an effort to develop their business. This research aims to explore the understanding of digital literacy among Indonesian MSMEs, focusing on the development of digital transformation, d...
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Exploring HR Collaborative Initiatives in Opening Global Market Access for MSMEs
Budi Wahono
; Budi Eko Soetjipto
International Journal of Management Science and Entrepreneurship
Vol 2
, No 2
(2025)
Micro, Small and Medium Enterprises (MSMEs) are the backbone of the Indonesian economy, but only 15.7% have successfully penetrated the global market due to limited human resources (HR) and cross-sector collaboration (BPS, 2023). This study aims to analyse the role of collaborative HR initiatives in opening global market access for MSMEs in East Java, using a quantitative approach with AMOS-based Structural Equation Modeling (SEM) on a sample of 150 MSMEs. The results of the analysis show that H...
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Exploring HR Collaborative Initiatives in Opening Global Market Access for MSMEs
Nanik Wahyuningtiyas
; Budi Eko Soetjipto
International Journal of Management and Digital Sciences
Vol 2
, No 2
(2025)
The digital era has transformed marketing strategies, particularly for tech startups targeting Generation Z (Gen Z). This study investigates the influence of guerrilla and viral marketing on Gen Z consumer perceptions and behaviors in the context of tech startups, focusing on a risk-based entrepreneurial marketing approach. A quantitative survey with 212 Gen Z respondents was conducted to analyze the effects of these marketing strategies on consumer engagement, brand perception, and purchasing b...
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The Effectiveness of Experiential Marketing in Increasing Brand Awareness and Loyalty of MSME Consumers in the Global Market : A Mixed-Methods Approach
Wenny Eka Prasetiawan
; Budi Eko Soetjipto
International Journal of Management and Digital Sciences
Vol 2
, No 2
(2025)
Micro, Small and Medium Enterprises (MSMEs) face complex challenges in competing in the global market, where innovative marketing strategies such as experiential marketing are believed to increase brand awareness and consumer loyalty. However, its effectiveness is still debated due to inconsistent findings and the lack of holistic studies that combine quantitative-qualitative approaches. This study aims to analyse the influence of the five dimensions of experiential marketing (Schmitt, 1999) on...
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